Service context. The aim of the project was to identify service opportunities within the super- markets refrigeration ma
SERVICE DESIGN AS THE DESIGN OF ACTIVITY SYSTEMS Dr. Daniela Sangiorgi 2-3 April 2008 _ ISDN3 Newcastle
ImaginationLancaster is an open and exploratory research lab that investigates emerging issues, technologies and practices to advance knowledge and develop solutions that contribute to the common good. We conduct applied and theoretical research into products, places, and systems, using innovative strategies that combine traditional science and social science methods with the practice-based methods arising from the arts
_ MA in Design: Management and Policy
_ PhD programme Design for Sustainability Social Technologies Service Design Design in the Organisation Design Policy Urban designNew Media Design Design anthropology Design for Social Responsibility Design Futures
Daniela Sangiorgi 2007 - 2008 Lecturer at ImaginationLancaster, Lancaster University (UK) 2000 - 2006 Researcher at SDI research agency (Italian Design System _ www.sistemadesignitalia.it) of the Dept. INDACO, Faculty of Design of Politecnico di Milano (Italy) 2000 - 2004 PhD in Industrial Design: “Service Design as the Design of Activity Systems. Activity Theory applied to service planning”, Faculty of design, Politecnico di Milano (Italy) 2003 6 months action-research project in collaboration with the Danish multinational com pany Danfoss on the theme of “Service Design for supermarkets refrigeration systems”, University of Southern Denmark, Mads Clausen Institute (Denmark) 1998 Degree in Industrial Design, Faculty of Architecture, Politecnico di Milano (Italy)
INDEX
BACKGROUND _ Service Design Origins _ Designing complex services _ Contextual approach PHD RESEARCH _ Objective and process _ Action Research Project ACTIVITY THEORY _ Design Principles _ Design Language _ Encounter Model _ Design methodology RESEARCH DIRECTIONS
BACKGROUND
BACKGROUND_ 01
>> Interaction Design Paradigm
Service Design Origins Service as a ‘product’ Service as an object of design --> focus on the design process/ design management
USER participation
SERVICE COMPANY
(time, effort, competences)
(produc, service communication)
(Hollins, 1991; Mager, 1997)
Service as a complex interface From a concept of services as complex organisations to the one of complex interfaces to the user --> focus on the specificity of design intervention (Pacenti, 1998)
SERVICE INTERFACE
Interaction Platform (elaborated from Pacenti, 1998)
BACKGROUND _ 01
Design for complex services Service encounters are generally perceived as one-to-one interaction processes; some kind of services involve more people augmenting the complexity of social relationships. ‘Service complexity’ refers to the complexity of social relationships that influences the way the service interaction develops (De Michelis, 1995)
User
Contact person
ONE TO ONE
ONE TO MANY
MANY TO MANY
BACKGROUND _ 01
Contextual approach The behaviour and service perception of people participating in each service enconter depend on different leels of factors. Services should be observe and designed considering the wider context in hich they take place.
User
socio-cultural context
Contact person
Human Interaction Level
Interface level
organisational context
Contextual level
ACTION RESEARCH _ 02
DECEMBER 2002
APRIL 2003
Italy
MAY 2003
JUNE 2003
Denmark
Iterative design process
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The project was conducted for 7 months, from December 2002 to June 2003 and has been characterised by a start up phase and four iterative cycles. Each design cycle concluded with an event (meeting or work shop) in which feedback from the industrial partners were received and input for the following cycle was provided.
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PHD RESEARCH
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BACKGROUND _ 01
SERVICE SITUATION
ENCOUNTER
PhD goal 1. Develop the Interaction Design paradigm 2. Develop a design approach that provides both the conceptual (service model) and operational (design method and tools) tools for the development of an integrated and coherent project of all the elements that contribute to the definition of the quality of service interaction.
Cultural and Social Context
User characteristics and personality
Organisational environment
Contact person’s characteristics and personality
Interaction Framework (elaborated from Klaus, 1985)
ACTION RESEARCH_ 02
Encounter Model
PhD process Activity Theory
Design approach
Situated Action framework
Action Research
The PhD research has been characterised by two main phases: _ explorative/inductive phase: from theory on service encounter and human activity to a service model _ applicative/deductive phase: from the model to a service design approach and action research project to test and further develop the methodology
Service Encounter
Conclusions
ACTION RESEARCH _ 02
Service design project The Danish multinational company Dan foss is looking for a significative change in its business, passing from the selling of electronic commponents to the one of services. “Service Design for supermarkets refrig eration systems” had been the subject of a service design project carried out in collaboration with the Mads Clausen Institute of the University of Southern Denmark..
MADS CLAUSEN INSTITUTE
DANFOSS _ NORDBORG
University of Southern Denmark
Refrigeration and Air Conditioning
HANDS-ON EXPERIENCE _07
DECEMBER 2002
APRIL 2003
Italy
MAY 2003
JUNE 2003
Denmark
Iterative design process
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an fie ld
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a is d t a el a
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al
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sis
a n al
ys
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The project was conducted for 7 months, from December 2002 to June 2003 and has been characterised by a start up phase and four iterative cycles. Each design cycle concluded with an event (meeting or workshop) in which feedback from the industrial partners were received and input for the following cycle was provided.
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ACTION RESEARCH _ 02
Service context The aim of the project was to identify service opportunities within the super markets refrigeration maintenance sector, moving from the selling of components to the offering of refrigeration solutions (products + services).
SUPERMARKET ACTIVITY SYSTEM
ACTION RESEARCH _ 02
Field analysis The design of effective service encounters asks for the analysis and understanding of the potential service participants’ context and practices. 13 visits by 6 organisations, 14 interviews and 6 shadowings were car ried out. using a combination of video and audio recordings, digital photos, and field notes.
shadowing
situated interviews
ACTION RESEARCH _ 02
Context appropriation A two days workshop was carried out. The first design activities and tools (Activ ity System maps, portraits and video clips) aimed at facilitating the context ap propriation in order to level the workshop participants’ knowledge of the cold chain system and actors before they engaged in idea generation activities.
maps discussion
portraits and videos analysis
ACTION RESEARCH _ 02
STORES BENCHMARKING WARNING SYSTEM TECHNICIANS KNOWLEDGE SHARING
CALL OUT BOX AUTOMATED LOCAL REPORTING
Brainstorming “Issue cards” were used as a stimulus for a brainstorming activity with the aim of identifying what kind of services could be provided to supermarkets in order to address their contradictions. The cards represented, through a brief text and a representative image, existing problematic situations and conflicting perspectives of the supermarket activity and people.
SERVICE WITH LOCAL REPRESENTATION
LESS MANUAL WORK
INTEGRATION OF LOCAL AND REMOTE RESPONSIBILITY AND UNDERSTANDING MANAGEMENT AWARENESS
HARDY
FILLING THE ROLE GAP
BUILDING COMPETENCIES
NICO
PERIODIC COMMUNICATION OF SAVINGS
SOREN MADS
BUYING A TEMPERATURE SERVICE ADVERTISE
LARS
BRIAN
REMINDER SYSTEM PROMOTE INVOLVEMENT
MAKE IT MORE INTERESTING
MEANINGFUL BEHAVIOUR INCENTIVE PROGRAM
VISIBLE SERVICE MORE PLANNING
ACTION RESEARCH _ 02
Service ideas Many of the conflicts came from the opposite demands of local versus remote control or supermarket staff empower ment versus the automization of work. Workshop participants therefore proposed service ideas that focused on alleviat ing these existing conflicts represented through storyboards, offering maps and Activity System maps.
Extended alarm solutions
training package
behaviors
situations
effects products
Adap Kool 2 Extended
solutions EXTENDED USER GUIDE
On-site training
ACTIVITY THEORY AND DESIGN GUIDELINES
ACTIVITY THEORY_ 03
EXPERIENCE
ROLES
Design language
OBJECTIVES
HABITS
SUBJECTS
Activity System Map
Activity Theory proposes a set of concepts and a basic model, the Activity System, for the analysis of human activity. Human activity, described as intermediary between an actingsubject or a group, and an object (physical artifact or problem), is always mediated by artifacts (physical or cognitive) and it takes place within a specific community characterized by rules (formal and/or informal) and by a work organization (roles and tasks). (Engestrom, 1987).
ARTEFACTS
NORMS ARTEFACTS
COMPETENCE
SUBJECT
OBJECT- OBJECTIVE
DIVISION OF WORK
RULES COMMUNITY
ACTIVITY THEORY _ 03
Supermarket chain
service business unit
periodic reports control chain competition organisation yearly HACCP procedures de nition contract agreement negotiation
Local service provider agreement Local interface programming Product system leasing Extended User Guide supply
UCD
Supermarket
Supermarket behavior observation User friendly local interface (displays and written reports)
Incentive programme Warnings handling Periodic report control yearly HACCP plan implementation
EXPERTISE Technical and social knowledge of local clients
BJ SU
Service customer manager: customer relationship mangement, tter task coordination, paperwork and report control, system use local training
tters
Accountant: contract cost calculation, internal administration, report elaboration
HABITS
service customer manager
Market share increase Informal talk with supermarket staff
GOALS
Which Activity System can supply this service?
Fitter: periodical and on-call maintenance, night remote monitoring, installations, paperwork, local information gathering
accountant
Design Language
S
service centre manager
LE
Service centre manager: contract agreement negotiation, problem analysis, system optimisation, interaction with authorities
RO
EC
TS
Product Specific Expertise
Stronger, trustfull and lasting customer and stakeholder relationship
The local service provider
Service value visibility
Design of the material (products, information, environments) and social (rules and roles) conditions that facilitate and enable certain kind of actions and behaviours.
Refrigeration product system Client specific contract agreement System integrator
Intervention procedures: night-day; system and operational alarms..
Adap Kool 2. “extended”
System alarms and local warnings, intervention actions, temperature log for authorities and clients
Contract cost and report elaboration software Visit reports
local displays
Contract models
HACCP procedures
TE
Monthly and yearly report
AR
S
LE
RU
HVAC, refrigeration specific competence
FA
CT
S
Periodic meeting with clients and authorities
food and sectorial legislation
COMPETENCE
Fodevare Direktoratet Periodical report format and content agreement
Chain education centre Extended user Guide courses organisation
ACTIVITY THEORY _ 03
tasks objectives
technical office
EXTERNAL CONTRACTOR
icia
hn
rules
tec
SUPERMARKET
artefacts
n
artefacts objective
Service encounter model
Conflicts and contradictions within people’s own practice as well as between people’s different practices and goals might emerge.
SERVICE ENCOUNTER: MAINTENANCE
fitter
rules
Thybo
SUPERMARKET
rules
plo
ye
e
tasks
Em
Services are the result of direct and indirect encounters among people belonging to different Activity Systems, with different perspectives, practices and goals.
objectives
tasks
Frost&milk department artefacts
ACTIVITY THEORY _ 03
Design Guidelines 1. Alleviating potential conflicts The success of designing good services can be increased by alleviating potential conflicts during the service encounters through synchronizing the perspectives, goals and existing practices and capacities of service participants (Sangiorgi and Clark, 2004).
MAKE EXPLICIT
ENVISAGE
ACTIVITY THEORY_ 03
Design guidelines 2. Holistic and internal point of view Designers have to work at two levels: adopt an holistic approach, interpreting service participants’ actions within the larger context in which they occur, and explore the members’ point of view, to gain their perspectives and “voices” SUPERMARKET ACTIVITY SYSTEM
ACTIVITY THEORY _ 03
Design Guidelines 3. Participatory approach Successful service design hinges on the service provider’s ability to understand and integrate the different service particiapnts’ perspectives in the design process to design service encounters that fit their exisitng practices and goals.
FIELD ANALYSIS
PARTICIPATORY APPROACH
ACTIVITY THEORY _ 03
ACTIVITY
Design Methodology
(processes)
Hierarchical structure of human activity Human acivity is oriented towards goals, carried out through actions oriented towards objectives, that are made up of operations influenced by physical and social conditions.
ACTIONS (subprocesses)
OPERATIONS
WHAT
HOW
WHO
WITH WHAT
(offering)
(interaction)
(system)
(interface)
SERVICE CONCEPT
SERVICE DESIGN
SERVICE SPECIFICATIONS
RESEARCH DIRECTIONS
RESEARCH DIRECTIONS _ 04
Open ended - collaborative services From designing sequence of interactions to the design of platforms for action and socialisation: Design of the material (products, information, environments) and social (rules and roles) conditions that facilitate and enable certain kind of actions and behaviours.
Service Platform (Activemob, Vanstone and Winhall, 2006; Sangiorgi and Villari, 2006)
RESEARCH DIRECTIONS_ 04
Digital Economy 'Research Cluster on Innovative Media for a Digital Economy' under the joint EPSRC's Connecting Communities for the Digital Economy Programme The cluster has £ 230K for 12 months of workshops and collaborations: 1.4.2008 – 31.3.2009 _ understand new service models around open source and Web 2.0 _ collaboratively design scenarios of future digital economies _ generate ideas and collaborations for future research bids
RESEARCH DIRECTIONS _ 04
PUBLIC SERVICES REFORM (e.g. education, health, etc.) Services as adaptive complex systems Service organisations should be regarded as complex “adaptive systems” that will resist attempts to make them change as well as generate adaptive responses that are generally nonlinear, hard to predict (Bentley and Wilsdon, 2003) >> innovation that changes the entire system should be linked to a better understanding of local practices and grass roots innovations (Leadbeater, 2008)
CHANGE
ADAPTATION AND INNOVATION
RESEARCH DIRECTIONS_ 04
SERVICE MODEL CHANGE Design for Change and Flexibility “Design for Change and Flexibility within health service providers”: research bid for HaCIRIC (research centre funded by EPSRC).
ADAPTATION & INNOVATION ‘breakdowns’ (Bodker, 1991)
>> how people adapt to and drive change in Primary Care Trusts >> how built and technical infrastructure supports or inhibits innovation and adaptation processes >> develop design recommendations to improve the way the life cycle of infrastructure is designed, conceived and managed
INFRASTRUCTURE DESIGN
RESEARCH DIRECTIONS _ 04
Design for a culture of change Transforming Personal Development time in school (April - June 08) >> Develop long-term strategic thinking within schools >> Explore the concept of Personal Development >> Enable students and staff to find new ways to support PD >> Use internal resources (time, equipment, skills, etc.)
Thanks!
